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The strategy of brand orientation and customer-centric performance outcomes in the contemporary African small-sized firm setting: preliminary findings

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dc.title The strategy of brand orientation and customer-centric performance outcomes in the contemporary African small-sized firm setting: preliminary findings en
dc.contributor.author Osakwe, Christian Nedu
dc.relation.ispartof International Conference on Management: Trends of Management in the Contemporary Society
dc.identifier.isbn 978-80-7509-451-3
dc.date.issued 2016
dc.citation.spage 300
dc.citation.epage 303
dc.event.title 6th International Conference on Management (ICoM) - Trends of Management in the Contemporary Society
dc.event.location Brno
utb.event.state-en Czech Republic
utb.event.state-cs Česká republika
dc.event.sdate 2016-06-09
dc.event.edate 2016-06-10
dc.type conferenceObject
dc.language.iso en
dc.publisher Mendelova univerzita v Brně
dc.subject brand orientation en
dc.subject customer referrals en
dc.subject customer satisfaction en
dc.subject brand loyalty en
dc.subject small firm en
dc.description.abstract This tentative paper focuses on the role of brand orientation (BO) in the African small business setting. It assesses the relationship between BO and a small-sized firm's customer-centric performance outcomes. This study has made an attempt at disentangling customer-centric performance outcomes into three interrelated but independent measures - customer referrals, customer satisfaction, and customer-brand loyalty. Usable data for this particular study was obtained from 143 small-sized service firms in Nigeria. To accomplish the major goal of this study, which was to explore the potential relationship between BO and the previously mentioned customer performance measures, the survey data was subjected to a statistical analysis (using partial least squares-PLS-path modelling). Preliminary evidence is suggestive that BO is a (substantial) strategic imperative for small-sized firms since the study finds that BO is a significant predictor of the three customer performance outcome variables and that customer satisfaction partially mediates the BO-customer-brand loyalty link. Although, an attempt has been made in this paper to empirically validate the conceptual model, the author is quick to point out that the findings in the study are still preliminary in nature for one to actually conclude on. Nevertheless, the tentative results contribute to the emergent research stream in SMEs branding, particularly in the context of small enterprises in the contemporary African marketplace. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1007404
utb.identifier.obdid 43876546
utb.identifier.wok 000400581300065
utb.source d-wok
dc.date.accessioned 2017-09-08T12:14:52Z
dc.date.available 2017-09-08T12:14:52Z
dc.description.sponsorship Internal Grant Agency of TBU [IGA/FAME/2015/039]
utb.contributor.internalauthor Osakwe, Christian Nedu
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